Market Profile

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The Appalachian Trail Conservancy (ATC) is a national not-for-profit corporation with over 43,000 members from all 50 U.S. states and more than 15 other countries. These individuals are active, enjoy the outdoors, and are eco-friendly. They enjoy recreational activities such as hiking, camping and backpacking. They are adventurous and enjoy a challenge. They also see value in the protection and maintenance of the Appalachian Trail and it’s surrounding community.

Membership

Demographics Membership: Over 43,000 membersAverage age: 50-64Gender: 76% male, 24% femaleMedian income level: $100,000 - $124,000 College educated: 54% Average family size: 4.6

1 out of 6 ATC members volunteer their time to help maintain and protect the A.T.

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The ATC works with 31 Trail maintaining clubs to manage the A.T. Over 6,000 volunteers contribute more than 220,000 hours each year keeping the A.T. available for all to use. These individuals are active, passionate, and hard working. They are also dedicated to the continued protection of the Trail and work hard to see that it continues to be available for generations to come.

Volunteers: Over 6,000 Total yearly hours: 220,000Gender: 59% male, 41% female

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ATC’s WebsiteUnique visitors: 120,000/month

Pageviews: 400,000/month

Average time on site: 00:03:40

New visitors: 68%

Returning visitors: 32%

22% visit website through mobile device

Top referring US states: Pennsylvania, Virginia, North Carolina, New York, Georgia, Florida, Maryland, California, Texas, and Ohio

Top referring countries: United States, Canada, United Kingdom, Germany, Australia, Netherlands, Italy, Switzerland, and France

Ultimate A.T. StoreUnique visitors: 14,000/month

Pageviews: 142,000/month

Total orders per year: 14,500

Average time on site: 00:04:00

Social Media Presence on major social networks such as Facebook, Twitter, and Youtube.Followers: Over 45,000

Friends of followers: Over 10,900,000

Average age: 25-34

Gender: 55% male, 41% female

Top referring US cities: Atlanta, New York, Chicago, Charlotte, Knoxville, Asheville, and Washington.

Top referring countries: United States, Germany, Canada, United Kingdom, Italy, Spain, and Australia.

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The ATC community engagement program, called Appalachian Trail Community™, is designed to recognize communities that promote and protect the A.T. Towns, counties, and communities along the A.T.’s corridor are considered assets by A.T. hikers and many of these towns act as good friends and neighbors to the Trail.

Current Community Partners (as of 2011):

Community Partners

Community Designations Scheduled for 2012:

Boiling Springs, PA Bolivar/Harpers Ferry, WVDahlonega, GADamascus, VADuncannon, PAFranklin, NCGreat Barrington, MAHanover, NHHarrisonburg, VAHiawassee/Towns County, GAHot Springs, NCPearisburg, VAUnicoi County, TN

Bland, VATroutville, VA Glasgow, VABuena Vista, VAWaynesboro, VAFront Royal, VA Duncannon, PA Warwick, NYRangeley, MEMonson, ME

A.T. Journeys is the official magazine of the A.T. and the membership magazine of the ATC. The magazine provides equal representation of hikers, outdoor enthusiasts, the environment, the community and education in connection with the A.T. and ATC. It is published six times a year and is offered both in print and electronic version.

Distribution Locations: Membership – 93%ATC Regional Offices (Harpers Ferry WV, Asheville NC, Boiling Springs PA, Blacksburg VA) - 4%Retail Outlet Stores/Libraries - 2%Conservation/Training Centers - 1%

The Mountain Lake Conservancy, Pembroke, VA Kellogg Conservation Center, Great Barrington VA US Fish and Wildlife Service Training Center, Shepherdstown, WV

Harpers Ferry, West Virginia Located about 0.25 mile off the A.T. in historic Harpers Ferry, West Virginia, in the same building as the ATC Headquarters, the Harpers Ferry visitor center is a great place where people learn about the A.T. and the ATC. It’s also a starting point for some terrific day-hikes and serves as the “psychological halfway point” for many thru-hikers. Yearly visitors: Over 15,000

Boiling Springs, Pennsylvania Located both on the A.T. and overlooking Children’s Lake in picturesque Boiling Springs, Pennsylvania, this visitor center shares space with the ATC Mid-Atlantic Regional Office. This center serves as an information hub for hikers and Trail visitors. Yearly visitors: Over 4,500

Readership

Visitor Centers

799 Washington Street, PO Box 807 Harpers Ferry, WV 25425 Phone: 304.535.6331 Fax: 304.535.2667